In a reality marked by the post-effects of COVID-19, with changing consumer needs and spending habits, marketers are kept on their toes to answer the demands of the new normal. More than ever, careful analysis of data, and monitoring the effectiveness of implemented strategies are key to success. While omnichannel marketing is still the preferred strategy for many, the efforts need to be aimed at driving consumers to the currently available distribution channels, which, nowadays, are often digital only.
Marketing budget as a percentage of companies' total revenues according to chief marketing officers (CMOs) in North America and Europe from 2014 to 2023
Marketing services are a billion-dollar industry, showing positive growth all over the years. In the United States alone, marketing spending increased by more than nine percent to nearly 481 billion U.S. dollars in 2022. A segment growing exceptionally well is, unsurprisingly, digital marketing. For instance, in 2023, marketers are expected to increase their budget allocations on TikTok, YouTube, and Google.
Twitter marketingContent marketing revenue worldwide from 2018 to 2026 (in billion U.S. dollars)
Further details: Visit original statistic Content marketing revenue worldwide from 2018 to 2026 (in billion U.S. dollars)
Among the traditional marketing services segments, direct marketing attracts by far the highest spending, accounting for nearly two thirds of the total. It is followed by sponsorship, data investment management, public relations, and healthcare. Sponsorship makes up under 15 percent of the total and is the second largest segment. Data investment management (also known as consumer insight or market research) ranks third, with around 10 percent. PR and healthcare make up the remaining share.
Sports sponsorshipMarketing automation market revenue worldwide from 2021 to 2030 (in billion U.S. dollars)
Further details: Visit original statistic Marketing automation market revenue worldwide from 2021 to 2030 (in billion U.S. dollars)
Cost-conscious brands exercise proactive marketing, basing their decision on careful analysis of consumer and market data. This trend gave way to big data marketing and the development of new marketing technologies. Marketing automation in particular becomes more and more of a norm. Especially on digital platforms, users are served with increasingly personalized ads. However, the more intrusive the ads get, the more likely the users are to install an ad blocker, causing losses to advertisers.
Marketing technologyRevenues of media groups worldwide from 2020 to 2022 (in billion U.S. dollars)
Further details: Visit original statistic Revenues of media groups worldwide from 2020 to 2022 (in billion U.S. dollars)
Among the media holding groups, UK-based WPP is the largest, followed closely by Omnicom Group, headquartered in New York City. WPP is the owner of two top-10 digital agency networks – Wunderman Thompson and Ogilvy. Omnicom, on the other hand, owns the two most creative agency networks – BBDO and DDB. The French Publicis Groupe, Japanese Dentsu Group, and Interpublic Group from the United States complete the top five of the leading holding groups worldwide.
Leading PR agencies worldwideMarketing industry encompasses traditional marketing channels, such as events and direct mail, as well as digital channels, e.g. social media, mobile, and video. Also included is information on budgets and strategies, along with effectiveness ratings of business-to-business and business-to-consumer marketing methods. To complete the picture, Statista provides data on various types of marketing agencies, including business figures of individual firms as well as revenue and creativity rankings.
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